Nvidia is also selling the shovle but they train their own LLM and by doing so they can fine tune their CUDA/Chip to have a better shovel than others.

Nvidia's own model does not have to beat OpenAI or any SOTA model. Nvidia just need to build up the in house expert and knowledge to make a better chip since hyperscalers and none hyperscaler like Meta is building their own AI chip now.

Apple can chose not to train their own model to learn how to sell a better shovel.